which academic research informs practitioners engaged in marketing. Clear evidence was obtained that academic marketing … whatever efforts are made by marketing faculty to publish their work, their readership, most likely, will be disappointingly …

from direct marketing practice suggests that segments based on customer value and customer benefits sought often lead to … studies. Hopes that this work will better inform the marketing efforts of professional sports franchises and indeed all …

This paper presents a literature review of, and classification scheme for, Internet marketing (IM) research. The review … covers 270 journal articles published between 1987 and 2000 in three types of journals: marketing; economics, business and …

and its outcomes in a relationship‐marketing context. Specifically, explores the importance of such a gap for the …

This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix … strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results … marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy …

. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities … 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less … negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the …

organizational innovation‐based competitive strategy. The paper contributes to the strategic marketing theory by developing and …

The Internet is playing an increasingly important role in the marketing activities of organisations across a wide range … speculation on exactly what impact it will have on marketing. To shed some light on this uncertainty, the present study examines … managers’ perceptions of the impact of the Internet on key marketing activities. It employs a quasi‐longitudinal research …

The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites … commonly accepted map of the marketing process, let alone of the potential marketing IS applications which support it. This … paper describes an inductively derived process map of marketing, which is used as a basis for a map of marketing information …

responsibility in values and environmental emphasis in their marketing planning. Most of the Finnish, Swedish, German and UK … companies emphasise environmental issues in their values, marketing strategies, structures and functions. The companies were … sustainability and believing in free market system) emphasise environmental issues in their marketing planning clearly more than …